Competitive Superiority

By David Yesford, Michael Leimbach, PhD

Execute Competitive Moves and Countermoves to Win the Business

In today’s competitive landscape, simply “selling the value” is no longer enough. To win the business, sales teams must align closely with their customers’ true needs and priorities—especially in an environment where rapid changes drive shifts in decision-making. This article explores how salespeople can better understand the customer’s value perspective and execute competitive strategies that lead to long-term success.

 

Download the full article to explore: 

  • Understanding the Customer’s View of Value: Salespeople need to consider multiple stakeholder perspectives, not just one or two, to uncover what truly matters to the customer.
  • The Role of the Value Map: The Value Map balances price and performance to help salespeople position their offerings more effectively against competitors.
  • Defining Performance and Price: Each customer’s definition of performance and price varies—understanding this helps align solutions more closely with their expectations.
  • Strategic Competitive Positioning: Knowing where you, the customer, and your competitors stand on the Value Map allows for informed competitive moves.
  • Responding to Competitors’ Moves: Sales teams must anticipate and counter competitor actions while continuously refining their understanding of the customer’s value drivers.

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